Understanding the Invisible Shelf for Effective Commerce
In the evolving commerce landscape, brand equity and disruptive packaging are essential, but AI agents are transforming the shopping experience. These agents handle product discovery, price negotiations, and transactions, working through two main models: Consumer-to-Merchant (C2M) and Merchant-to-Merchant (M2M). In C2M, consumers leverage AI agents to find personalized product recommendations, while M2M allows merchants to collaboratively fulfill customer needs, even when products are out of stock.
To thrive by 2026, CPG leaders must ensure their product data—specifications, attributes, and certifications—becomes an integral part of AI-facilitated commerce, akin to attractive packaging in traditional retail. Embracing generative engine optimization (GEO) is crucial to reach consumers effectively; leveraging tools like Google Cloud’s Gemini and Vertex AI can enhance visibility and automate negotiations. As B2B procurement advances, digital agents will further streamline operations, enabling seamless transactions in an increasingly automated market.
